Land O'Lakes Takes Rural America Imagery to Times Square via Clear Channel Outdoor
2026-10-08 · via invidis
Land O'Lakes has launched an out-of-home campaign on Clear Channel Outdoor's advertising locations in New York City, timed to Advertising Week New York (Oct. 5-8), with imagery appearing in Times Square and other high-visibility spots. The agricultural cooperative says the campaign will expand to additional metropolitan markets around National Farmer's Day on Oct. 12.
For DOOH operators and ad sales teams, this is another example of a brand using premium out-of-home inventory to make a cultural or advocacy statement rather than a straightforward product push. The campaign draws on Repicturing Rural, a photo and video library Land O'Lakes built with Getty Images starting in 2025 through what the companies call the Modern Rural Collective. According to the release, the project has produced roughly 3,500 still images and videos from 38 photographers depicting rural people, businesses and communities, with the collection set to keep growing through early 2027.
The stated rationale comes from Getty Images' VisualGPS research arm, which Land O'Lakes cites as finding that nearly two-thirds of Americans in rural communities believe advertisers do not understand them, and that only 5% of popular U.S. stock visuals feature rural locations despite a 22% increase in searches for rural America imagery in 2024. Whether that research gap translates into measurable audience response in Times Square is not addressed in the announcement.
What's not disclosed
The companies have not said how many displays are involved in the New York activation or named the additional cities the campaign will move to next. There's also no detail on whether this runs on static or digital Clear Channel Outdoor inventory, though Times Square placements of this kind are typically large-format digital screens. No campaign duration, media spend, or performance metrics are mentioned.
For operators running DOOH networks, the deal is notable mainly as a case study in brand storytelling bought on premium urban inventory: an agricultural cooperative using a big-city screen presence to challenge how its core audience is portrayed, rather than to sell a specific product. Clear Channel Outdoor's role here is purely as the media owner providing locations: the release gives no indication of any special measurement, dynamic creative, or data targeting tied to the placements, which is where many newer DOOH campaigns differentiate themselves. Land O'Lakes CMO Heather Malenshek frames the effort as closing a perception gap rather than driving a sales outcome, which may explain the lack of performance claims in the announcement.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
The agricultural cooperative is working with Getty Images and Clear Channel Outdoor on an OoH campaign showcasing contemporary rural life in major U.S. cities.
Land O’Lakes has partnered with Getty Images and Clear Channel Outdoor to bring images of modern rural America to prominent advertising locations in New York City and other U.S. metropolitan markets.
The campaign launched during Advertising Week New York, held Oct. 5–8, with imagery appearing in Times Square and other high-visibility locations. It will expand to additional cities in recognition of National Farmer’s Day on Oct. 12.
The initiative uses imagery from Repicturing Rural, a collaboration between Land O’Lakes and Getty Images launched in 2025 through the Modern Rural Collective. The project aims to provide advertisers, publishers and other media organizations with more representative images of contemporary rural communities.
The campaign draws on research from Getty Images’ VisualGPS platform, which found that nearly two-thirds of Americans living in rural communities believe advertisers do not understand them.
The research also found that only 5% of popular U.S. visuals feature rural locations, despite growing demand for such imagery. Searches for rural America images increased 22% in 2024.
Since its launch, Repicturing Rural has involved 38 photographers who have produced approximately 3,500 still images and videos depicting rural people, businesses and communities. The collection will continue expanding through early 2027.
Clear Channel Outdoor is providing the advertising locations for the campaign, bringing the imagery to urban audiences who may have limited exposure to contemporary rural life.
“Our goal is simple: to close the gap between how rural America is perceived and how it truly lives,” said Heather Malenshek, senior vice president and chief marketing officer at Land O’Lakes.
The campaign includes newly commissioned photography developed through Getty Images’ Custom Content team, informed by its VisualGPS audience research.
Following the New York activation, the campaign will extend to additional metropolitan markets. The companies have not disclosed the number of advertising displays involved or identified the additional cities.